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1. A Weighted Statistical Network Modeling Approach to Product Competition Analysis

   https://doi.org/10.1155/2022/9417869  

   Cui, Yaxin ; Ahmed, Faez ; Sha, Zhenghui ; Wang, Lijun ; Fu, Yan ; Contractor, Noshir ; Chen, Wei ( January 2022 , Complexity)

   Suweis, Samir (Ed.)

   Statistical network models have been used to study the competition among different products and how product attributes influence customer decisions. However, in existing research using network-based approaches, product competition has been viewed as binary (i.e., whether a relationship exists or not), while in reality, the competition strength may vary among products. In this paper, we model the strength of the product competition by employing a statistical network model, with an emphasis on how product attributes affect which products are considered together and which products are ultimately purchased by customers. We first demonstrate how customers’ considerations and choices can be aggregated as weighted networks. Then, we propose a weighted network modeling approach by extending the valued exponential random graph model to investigate the effects of product features and network structures on product competition relations. The approach that consists of model construction, interpretation, and validation is presented in a step-by-step procedure. Our findings suggest that the weighted network model outperforms commonly used binary network baselines in predicting product competition as well as market share. Also, traditionally when using binary network models to study product competitions and depending on the cutoff values chosen to binarize a network, the resulting estimated customer preferences can be inconsistent. Such inconsistency in interpreting customer preferences is a downside of binary network models but can be well addressed by the proposed weighted network model. Lastly, this paper is the first attempt to study customers’ purchase preferences (i.e., aggregated choice decisions) and car competition (i.e., customers’ co-consideration decisions) together using weighted directed networks. 

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2. A Graph Neural Network Approach for Product Relationship Prediction

   https://doi.org/10.1115/DETC2021-69462  

   Ahmed, Faez ; Cui, Yaxin ; Fu, Yan ; Chen, Wei ( August 2021 , ASME 2021 International Design Engineering Technical Conferences & Computers and Information in Engineering Conference)

   Graph representation learning has revolutionized many artificial intelligence and machine learning tasks in recent years, ranging from combinatorial optimization, drug discovery, recommendation systems, image classification, social network analysis to natural language understanding. This paper shows their efficacy in modeling relationships between products and making predictions for unseen product networks. By representing products as nodes and their relationships as edges of a graph, we show how an inductive graph neural network approach, named GraphSAGE, can efficiently learn continuous representations for nodes and edges. These representations also capture product feature information such as price, brand, and engineering attributes. They are combined with a classification model for predicting the existence of a relationship between any two products. Using a case study of the Chinese car market, we find that our method yields double the F-1 score compared to an Exponential Random Graph Model-based method for predicting the co-consideration relationship between cars. While a vanilla Graph-SAGE requires a partial network to make predictions, we augment it with an ‘adjacency prediction model’ to circumvent this limitation. This enables us to predict product relationships when no neighborhood information is known. Finally, we demonstrate how a permutation-based interpretability analysis can provide insights on how design attributes impact the predictions of relationships between products. Overall, this work provides a systematic method to predict the relationships between products in a complex engineering system.

    

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3. Product Competition Prediction in Engineering Design Using Graph Neural Networks

   https://doi.org/10.1115/1.4054299  

   Ahmed, Faez ; Cui, Yaxin ; Fu, Yan ; Chen, Wei ( January 2022 , ASME Open Journal of Engineering)

   Abstract Understanding relationships between different products in a market system and predicting how changes in design impact their market position can be instrumental for companies to create better products. We propose a graph neural network-based method for modeling relationships between products, where nodes in a network represent products and edges represent their relationships. Our modeling enables a systematic way to predict the relationship links between unseen products for future years. When applied to a Chinese car market case study, our method based on an inductive graph neural network approach, GraphSAGE, yields double the link prediction performance compared to an existing network modeling method—exponential random graph model-based method for predicting the car co-consideration relationships. Our work also overcomes scalability and multiple data type-related limitations of the traditional network modeling methods by modeling a larger number of attributes, mixed categorical and numerical attributes, and unseen products. While a vanilla GraphSAGE requires a partial network to make predictions, we augment it with an “adjacency prediction model” to circumvent the limitation of needing neighborhood information. Finally, we demonstrate how insights obtained from a permutation-based interpretability analysis can help a manufacturer understand how design attributes impact the predictions of product relationships. Overall, this work provides a systematic data-driven method to predict the relationships between products in a complex network such as the car market. 

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4. Car expertise does not compete with face expertise during ensemble coding

   https://doi.org/10.3758/s13414-020-02188-8  

   Sun, Jisoo ; Gauthier, Isabel ( January 2020 , Attention, Perception, & Psychophysics)

   null (Ed.)

   When objects from two categories of expertise (e.g., faces and cars in dual car/face experts) are processed simultaneously, competition occurs across a variety of tasks. Here, we investigate whether competition between face and car processing also occurs during ensemble coding. The relationship between single object recognition and ensemble coding is debated, but if ensemble coding relies on the same ability as object recognition, we expect cars to interfere with ensemble coding of faces as a function of car expertise. We measured the ability to judge the variability in identity of arrays of faces, in the presence of task irrelevant distractors (cars or novel objects). On each trial, participants viewed two sequential arrays containing four faces and four distractors, judging which array was the more diverse in terms of face identity. We measured participants’ car expertise, object recognition ability, and face recognition ability. Using Bayesian statistics, we found evidence against competition as a function of car expertise during ensemble coding of faces. Face recognition ability predicted ensemble judgments for faces, regardless of the category of task-irrelevant distractors. The result suggests that ensemble coding is not susceptible to competition between different domains of similar expertise, unlike single-object recognition. 

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5. Data-Driven Dynamic Network Modeling for Analyzing the Evolution of Product Competitions

   https://doi.org/10.1115/1.4045687  

   Xie, Jian ; Bi, Youyi ; Sha, Zhenghui ; Wang, Mingxian ; Fu, Yan ; Contractor, Noshir ; Gong, Lin ; Chen, Wei ( March 2020 , Journal of Mechanical Design)

   null (Ed.)

   Abstract Understanding the impact of engineering design on product competitions is imperative for product designers to better address customer needs and develop more competitive products. In this paper, we propose a dynamic network-based approach for modeling and analyzing the evolution of product competitions using multi-year buyer survey data. The product co-consideration network, formed based on the likelihood of two products being co-considered from survey data, is treated as a proxy of products’ competition relations in a market. The separate temporal exponential random graph model (STERGM) is employed as the dynamic network modeling technique to model the evolution of network as two separate processes: link formation and link dissolution. We use China’s automotive market as a case study to illustrate the implementation of the proposed approach and the benefits of dynamic network models compared to the static network modeling approach based on an exponential random graph model (ERGM). The results show that since STERGM takes preexisting competition relations into account, it provides a pathway to gain insights into why a product may maintain or lose its competitiveness over time. These driving factors include both product attributes (e.g., fuel consumption) as well as current market structures (e.g., the centralization effect). With the proposed dynamic network-based approach, the insights gained from this paper can help designers better interpret the temporal changes of product competition relations to support product design decisions. 

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